M&C Saatchi elevates Emma Robbins to newly created Melbourne CCO role

M&C Saatchi Group has promoted national ECD Emma Robbins to the newly created role of chief creative officer, Melbourne, as part of a wider leadership reshuffle and renewed focus on Victoria.

Robbins, a 25-year industry veteran, will continue to play a key role in national creative leadership across M&C Saatchi ANZ while leading Melbourne into what the agency calls “a new creative era.”

Her promotion follows the recent appointment of Louise Rutherford as Client Partner in Melbourne and comes ahead of incoming ANZ CEO Dani Bassil's arrival in August, with growing the Melbourne office flagged as a strategic priority.

“As part of developing our Cultural Power proposition, we have been integrating talented creatives and specialist thinkers all across our Group. This promotion for Emma is an important part of that,” said Group CCO Steve Coll.

“It’s a well-deserved recognition of her incredible talent and exceptional creative leadership. Em has had an enormous impact on key clients in her seven year tenure in the agency, particularly in the last few years, where she has led some of the most awarded and effective integrated campaigns in our entire global network.”

Robbins has spent the past seven years at M&C Saatchi, the last three as National ECD. Her work includes award-winning campaigns for Commonwealth Bank and Lifeblood, including the “Doubt Never Did” brand platform, anti-vaping initiative “We Are The Warning,” and campaigns for CommBank Travel Booking and The Plastic Forecast.

“Being appointed CCO at a time of significant change across the industry feels both exciting and meaningful,” Robbins said. “The landscape is evolving fast – new expectations, new pressure – and I see this as a real opportunity for creativity to step forward and lead.”

Prior to joining M&C Saatchi, Robbins held senior creative roles at The Shannon Company and Clemenger BBDO.